泰國酒精飲料市場

2024年，泰國酒精飲料總銷售數量成長率低於前一年，但以現以金額為準的增幅更為顯著。成長主要得益於旅遊業的蓬勃發展。泰國是一個熱門的旅遊目的地，旅遊業的成長對酒精飲料的銷售產生了顯著的影響，尤其是在曼谷、普吉島和芭堤雅等遊客密集的地區。葡萄酒也受益於減稅政策。

本報告研究了泰國酒精飲料市場，提供了2020年至2024年的最新零售銷售資料，以及推動成長的行業、主要企業、主要品牌和影響市場的因素的資訊。

目錄

目錄和表格

執行摘要

• 酒精飲料：整體情況（2024年）
• 主要趨勢（2024年）
• 競爭格局
• 零售發展
• On-Tradevs與Off-Trade的對立
• 酒精的走向

市場背景

• 立法
• 法定購買和飲酒年齡
• 酒後駕車
• 廣告
• 禁止抽煙
• 營業時間
• On-Trade設施

稅費

商業環境

• 走私/平行輸入
• 免稅
• 跨境進口/個人進口

重大新產品發布

• 前景

市場指標

市場資料

免責聲明

來源

泰國啤酒

主要調查結果

2024年的發展

• 國產低成本拉格啤酒由於價格低廉且容易買到，是最暢銷的啤酒。
• Boon Rawd Brewery維持啤酒產業領先地位；Thai Beverage蓬勃發展
• 大賣場憑藉其廣泛的產品種類，主導Off-Trade啤酒分銷，而旅遊業的成長和更廣泛的可得性將推動On-Trade的銷售

前景與機會

• 優質化趨勢將推動啤酒的成長，其中烈性黑啤酒預計將因其高階形象而成為最具活力的啤酒。
• 放寬酒類廣告限制可能會讓小型精釀啤酒商受益。
• 隨著新啤酒廠的出現以及消費者對更多樣化口味的需求，新立法預計將刺激精釀啤酒的成長

類別背景

• 拉格啤酒價格分佈調查方法

類別資料

泰式葡萄酒

主要調查結果

2024年的發展

• 泰國削減酒類和夜生活消費稅，進口葡萄酒受益，商店銷售增加
• 2024年，Siam Winery將繼續透過提供多樣化、便利且價格合理的葡萄酒引領泰國葡萄酒產業。
• 超級市場仍然是葡萄酒最大的通路，這得益於其廣泛的產品種類和針對高所得消費者的都市區位置。

前景與機會

• 收入成長和對葡萄酒的興趣日益濃厚推動了葡萄酒需求，尤其是在都市區
• 適量飲用葡萄酒的潛在健康益處可能帶來比其他酒精飲料更好的成長機會
• 有機和永續包裝的葡萄酒需求可能會從低基數上升

類別資料

泰國烈酒

主要調查結果

2024年的發展

• 雖然龍舌蘭成長強勁，但經濟放緩和健康趨勢限制了其成長
• 泰國飲料保持主導地位，但市場佔有率略微被進口酒精飲料奪走
• 擴大產品組合可增加超級市場佔有率

前景與機會

• 日本燒酒預計將穩定成長，泰國產品因其低廉的價格預計將受到歡迎。
• 新立法或將推動精釀烈酒成長
• 近期發布的新品預計將進一步優質化

類別背景

• 伏特加、琴酒、其他混合蘇格蘭威士忌、深色蘭姆酒和白蘭姆酒的價格分佈調查方法

類別資料

泰式蘋果酒/梨酒

主要調查結果

2024年的發展

• 由於競爭、價格高昂以及品牌退出，蘋果酒/梨酒銷量下降
• Siam Winery 保持領先地位，但 Brewberry 成長最為強勁
• Moose 將分銷範圍擴大至便利商店，增加通路銷售佔有率

前景與機會

• 透過提高知名度和更廣泛的分銷獲得成長機會
• 健康、保健和精釀趨勢可能會吸引消費者購買蘋果酒/梨酒
• 產品創新將成為與其他酒精飲料類別競爭的關鍵

類別資料

泰國 RTD

主要調查結果

2024年的發展

• 飲用方便、便利和新產品開發推動成長
• 本土Siam Winery在新產品開發方面保持優勢
• 大賣場繼續保持領先，但市場佔有率被周邊管道蠶食

前景與機會

• 便利性和產品發布推動持續成長
• 對更健康產品的需求影響 RTD 的發展
• 開發具有創新口味的新產品

類別資料

In 2024, total volume sales of alcoholic drinks in Thailand increased, albeit at a slower pace compared to the previous year, with a more pronounced rise in current value terms. Growth was significantly influenced by a surge in tourism. Thailand is a popular tourist destination, and the increasing number of tourists had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. Wine also benefited from a reduction in taxes...

Euromonitor International's Alcoholic Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Alcoholic drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• On-trade vs off-trade split
• What next for alcoholic drinks?

MARKET BACKGROUND

• Legislation
• Legal purchasing age and legal drinking age
• Drink driving
• Advertising
• Smoking ban
• Opening hours
• On-trade establishments

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

• Contraband/parallel trade
• Duty free
• Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

• Outlook

MARKET INDICATORS

• Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024

MARKET DATA

• Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
• Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
• Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
• Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
• Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
• Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
• Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
• Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
• Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
• Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
• Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
• Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
• Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
• Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BEER IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Domestic economy lager accounts for the highest sales due to its low price and wide availability
• Boon Rawd Brewery remains the top company in beer, while Thai Beverage sees dynamism
• Hypermarkets leads off-trade beer distribution in 2024 due to a wide selection, while on-trade sales increase due to rising tourism and broad availability

PROSPECTS AND OPPORTUNITIES

• The premiumisation trend will fuel growth in beer, with stout projected to see the most dynamism due to its premium perception
• Fewer restrictions on advertising alcoholic drinks could potentially benefit small craft beer businesses
• New law amendment expected to drive growth for craft beer as new breweries emerge and consumers seek diverse flavour profiles

CATEGORY BACKGROUND

• Lager price band methodology
• Summary 2 Lager by Price Band 2024

CATEGORY DATA

• Table 16 Sales of Beer by Category: Total Volume 2019-2024
• Table 17 Sales of Beer by Category: Total Value 2019-2024
• Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
• Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
• Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
• Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
• Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 24 Sales of Beer by Craft vs Standard 2019-2024
• Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
• Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
• Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
• Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
• Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
• Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
• Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

WINE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lower excise taxes on alcohol and nightlife in Thailand benefit imported wines and boost on-trade sales
• Siam Winery maintains its lead in wine in Thailand in 2024 with diverse, accessible, and affordable offerings
• Supermarkets remains the top distribution channel for wine due to a wide product range and urban locations targeting high-income consumers

PROSPECTS AND OPPORTUNITIES

• Higher demand as incomes rise and interest in wine increases, especially in urban areas
• Potential health benefits of moderate wine consumption may provide opportunities for growth over other alcoholic drinks
• Organic and sustainably packaged wines likely to see higher demand from a low base

CATEGORY DATA

• Table 32 Sales of Wine by Category: Total Volume 2019-2024
• Table 33 Sales of Wine by Category: Total Value 2019-2024
• Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
• Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
• Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
• Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
• Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 41 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
• Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
• Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
• Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
• Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
• Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
• Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
• Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
• Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029

SPIRITS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Limited growth due to economic downturn and health trend, although tequila sees a high increase
• Thai Beverage maintains its dominance, but loses slight share to imported spirits
• With expansion of the product range, supermarkets sees share growth

PROSPECTS AND OPPORTUNITIES

• Shochu/soju set to see strong growth, with Thai products likely to be popular due to their lower price
• Growth of craft spirits likely to be driven by new legislation
• Recent launches set to drive increasing premiumisation in spirits

CATEGORY BACKGROUND

• Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
• Summary 3 Benchmark Brands 2024

CATEGORY DATA

• Table 63 Sales of Spirits by Category: Total Volume 2019-2024
• Table 64 Sales of Spirits by Category: Total Value 2019-2024
• Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
• Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
• Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
• Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
• Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
• Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
• Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
• Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
• Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
• Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
• Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
• Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
• Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
• Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
• Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

CIDER/PERRY IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Competition, high prices, and brand withdrawal drive volume decline for cider/perry
• Siam Winery maintains its lead, but Brewberry sees the strongest growth
• Growing share of sales for convenience stores as Moose expands distribution to this channel

PROSPECTS AND OPPORTUNITIES

• Growth opportunities through awareness-raising and wider distribution
• Health and wellness and craft trends likely to attract consumers to cider/perry
• Product innovation will be important to compete with other alcoholic drinks categories

CATEGORY DATA

• Table 84 Sales of Cider/Perry: Total Volume 2019-2024
• Table 85 Sales of Cider/Perry: Total Value 2019-2024
• Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
• Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
• Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
• Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
• Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
• Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
• Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
• Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
• Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

RTDS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Easy drinking, convenience, and new product development drive growth
• Local company Siam Winery maintains its dominance with new product development
• Hypermarkets continues to lead, but loses share to proximity channels

PROSPECTS AND OPPORTUNITIES

• Continued growth due to convenience and product launches
• Demand for healthier products set to influence the development of RTDs
• New product development through innovative flavours

CATEGORY DATA

• Table 99 Sales of RTDs by Category: Total Volume 2019-2024
• Table 100 Sales of RTDs by Category: Total Value 2019-2024
• Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
• Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
• Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
• Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
• Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
• Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
• Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
• Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
• Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029